McVitie’s ‘Sweeter Together’ campaign launched with trade activity

Pladis has announced the launch of its new McVitie’s Masterbrand campaign, ‘Sweeter Together’, which shows how the act of sharing a biscuit has the power to bring people together.

The £9.7 million campaign was launched with an advert titled ‘Crane’ on national television on 9 March, and a second advert, ‘Brows’, will air later this year. Social and in-store activity will also feature as part of the campaign.

Sarah Heynen, vice president of marketing at pladis UK & Ireland, said: “We know that despite being more connected than ever before digitally, we’re drifting further away from those real human connections that can mean the most. That’s why we’re so excited about our new ‘Sweeter Together’ campaign – it has a very real message about the importance of togetherness. And we truly believe McVitie’s enables these moments every day.”

As part of the launch, a major in-store promotion will be running across all McVitie’s biscuits. Consumers will have the opportunity to win prizes including dream family holidays, weekend breaks and family days out. To enter, shoppers must buy any packet of McVitie’s biscuits and text ‘SWEETERTOGETHER’ to 66644 to find out if they have won.

The campaign has also been extended to convenience retailers for a chance to win £1,000. Retailers  request a ‘Win Big Together’ PoS kit from betterbiscuits@pladisglobal.com then build a high-impact display and send images of the display back with a chance to win. In wholesale depots, the campaign will be executed through high-impact displays and PoS driven by the field sales team at pladis.